How SEO Benefits Real Estate Agents
A lot of businesses are still learning how to implement search engine optimization, or SEO. For real estate agents and companies, SEO is vital because it is one of the most effective ways to reach prospective buyers or sellers at the right moment: when they are searching online for help.
SEO is the process of improving your website’s ranking in search engines. This is how most people find the kind of business they need. It’s an ongoing process, and it can make the difference between just running your business and being the most in-demand agent in town.
Let’s take a look at how implementing search engine optimization on your real estate website can benefit you in the long run. But first, let’s take a closer look at what SEO is and how it works.
What is SEO?
Search engine optimization, commonly abbreviated as SEO, refers to a collection of methods that are used to improve a website’s visibility in search engine results. Without SEO, you may just cross your fingers and hope that you rank. But with SEO, you’re actively working to move your site up to the top positions.
Most marketing companies (like ours) practice modern SEO that relies on Google-approved, “white hat” methods to improve a website’s ranking. These methods include the inclusion of targeted and relevant words or phrases, or keywords, on a website. They also include creating content, building links, improving metrics like website speed and bounce rate, and so on.
Search engines rely on a variety of factors to determine how websites rank for any given keyword. By addressing all of these SEO factors on your website, you can make your site much more likely to rank highly for the keywords most relevant to your business. For example, if you want to rank for “realtor in Utah,” you can optimize your website for this term, and also do other SEO methods to make your overall authority better.
Now that you have a better idea of how SEO works, let’s review the benefits of utilizing search engine optimization on a real estate website.
More Traffic and Conversions
Website rankings alone don’t generate website traffic—high website rankings do. Most people click on the first three results in a search engine listing and ignore the rest of the first page. And if you’re on the second page… well, forget it.
SEO is a reliable and affordable way to reach the top of search engine results and generate more clicks to your website. With SEO, you can improve your visibility in search engines by pushing your website higher in the rankings. And with these higher rankings comes higher traffic.
When it comes to the keywords you choose, quality counts as much as quantity. Optimizing only on broad terms like “real estate” or “homes for sale” might land your site in more results pages, but it won’t rank well. But more importantly, with these broad keywords, you won’t attract local buyers in the market for your services.
An SEO strategy that targets buyers by location, home models, neighborhoods, and other criteria may not bring in millions of clicks, but the visitors that do come to your site will be more qualified, and far more likely to contact you.
Once these users click your site, they’re also far more likely to convert. In fact, conversions among organic traffic exceed paid traffic by 25 percent. So it definitely pays to utilize SEO to increase your visibility in search engine rankings for the keywords most relevant to your real estate company.
Higher Return on Investment
SEO outperforms other marketing tactics in terms of clickthrough rates and conversions, so it’s typically much more profitable than other methods you may use. As more and more people turn to the web to search for a new home, SEO will continue to generate even more revenues—no matter the initial cost.
The final price tag for SEO depends on several factors, including the scope of the project or the audit, services performed, the length of time and the size of the firm. Some firms charge by the hour, while others charge a monthly retainer. In other words, depending on your SEO needs, your firm could pay as little as $76 per hour for SEO or as much as $6000 per month.
While relatively low costs are a huge benefit of SEO, the real value comes in the return on investment. In one study, SEO generated an ROI of 68.7 percent among product sites and 69.7 percent among service sites. That number far surpasses other online marketing methods like email or PPC, and makes SEO a better investment, no matter how big or small the initial cost.
Because search engine users rarely go beyond the first page of results, most sites that aren’t at the top of the rankings don’t get a first glance, let alone a second. Since SEO has the goal of taking your site to the top of search engine results, it’s also a terrific strategy for building brand awareness.
This process builds on itself over time. Once your site is at the top of search engine listings, people start to notice it. As we’ve seen, many people will click to your site, and presumably get in touch or request more information. Others won’t click, but as long as you keep optimizing your site, they’ll see you in subsequent searches and eventually become familiar with your firm.
Meanwhile, your site is ranked on several factors, including keywords, site speed, and how users interact with it. As more potential buyers discover your site, they may return for multiple visits, follow you on social media, click email offers, and share content. Some of these factors resonate with search engine algorithms, raising your rank even higher and starting the process again.
By utilizing SEO, you can increase the awareness of your real estate firm or your name, thanks to the higher rankings you’ll experience.
Leadership and Authority
Keywords used to be the be all and end all of an SEO strategy. Now, quality plays just as big a role. Most searchers view the top results in a web search as the most authoritative and valuable, but the sites did a lot to build this perception.
Search engine algorithms prefer sites with authoritative content that has been linked by other websites, so you need to work hard to develop articles, blog posts, and other media that resonates with prospective home buyers. If your content is good enough, it may attract links from powerful websites, which can help both your authority and your traffic.
Over time, people will begin to click the links to this content, as well as comment on it and share it with others. Over time, with this linked content, you can become a voice of authority in real estate, and that raises your ranking even higher. Few things generate sales and clients like that authoritative position.
Looking for Help Improving Your SEO?
Now that you know why SEO for real estate websites is essential to your marketing strategy, it’s time to get started. As soon as you put some of these real estate website SEO tips into practice, you’ll see higher rankings, more traffic, and better sales opportunities. Want more? Check out these additional real estate SEO tips.
SEO can be a lot of work, but the results are worth it, whether you do it yourself or rely on the expertise of someone else. If you think you need some help improving your SEO, you should try to find a reliable, professional agency with real estate experience that knows how to bring you the success you’re seeking.
WebpageFX is an experienced Internet marketing company with the SEO knowledge and experience that clients trust. If you want to get ahead online, you can trust us to guide you in the right direction. Contact one of our search engine optimization experts today to find out what we can do to improve your rankings and get more home buyers to your website.
SEO gives you unmatched staying power online. Call 888.449.3239 or contact us online today to get a no-obligation quote for a search engine optimization package for your real estate business.